Days after Dentsu X landed direct-to-consumer hair colorist Madison Reed, Publicis Media’s Spark Foundry unit has won the media agency-of-record account for DIY beauty marketer Sally Beauty.

While Sally Beauty is not a newcomer D2C brand — it opened its first retail store in New Orleans in 1964 — it has leaned into and benefited from the DIY beauty care market that accelerated during the COVID-19 pandemic, as many consumers turned to at home beauty products to color and cut their own hair, as well as other beauty care that would have been done at salons.

Spark Foundry will handle all media planning, buying, analytics, as well as search, social, video, content, display, and affiliate marketing.